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Use Google Analytics to Create Custom Facebook Audience

Google Analytics is the best tool to create custom Facebook Audience segments for you social media advertisement. This paring is a match made in heaven. Often people start their journey into Facebook Advertising either targeting a wide audience or guessing at interest group. However, using Google Analytics cuts out the guesswork and allows you to hyper target your customers based on your existing data. Here is a quick and easy way to discover your audience groups.

What dimensions are available to create custom Facebook Audience segments:

  • Location
  • Age
  • Gender
  • Language
  • Demographics
  • Interest
  • Behavior
  • Connection Type.

All of this data can bee accessed in both platforms.

Use the Audience Sections of Both Platforms

All of this data can bee accessed in both platforms.   The right side you can see your Facebook Ad tool on the the right is Google Analytics Audience section. These both can be use to create a custom Facebook audience.

Facebook_Main_Audience

 

Audience_2

 

 

 

Get familiar with the audience section in Google analytics this mirrors your Facebook Analytics.  The subsections will allow your define your Facebook audience to attract more profitable users base.

How to Find the Reports I need to Create Custom Facebook  Audience Segments

 

1.  Location/Demographics

Clicking the GEO report will allow you to segment your user base by location. You can discover which country or city is bringing you the most qualified traffic. You can sort this traffic by transaction and conversion rate. This will help you define your most profitable audience. See the image below. You can find this report by following.

Audience > GEO > Country > CityAmerican_Audience

 

From the image you can see that our target cities in America.  Our most profitable cities are New York  and Boca Raton.  However, Take in account the  conversion rate, we can determine what it will cost for us to acquire a customer based  Facebook CPC. We can use this information to define our campaigns.

2. Gender

This is always a area of contention. Often people feel that there product leans towards a certain gender; however,  being data driven will allow you to answer this question with the gender the report. You should evaluate the conversion rate and revenue from these two segments.

Audience > Demographics > Gender
Use Gender report to create facebook custom audience segments

3. Interest

There are three categories in Google Analytics are Affinity Groups, In-Market and Others. The group that is further down the conversion cycle is in the In-Market Segments. This segment is closer to users who actually searching for your product category which would be a better estimation of consumer interest.  These can be added or even exclude from your Facebook Targeting list.

Audience > Interest > In Market
Use in-market reports to help define your facebook market audience

Layered Segments ( Age & Interest)

The last step is choosing an exact audience would be to layer different dimensions.  This can be added to a single ad. To see the effectiveness of this layers, we can use the secondary dimension of age for the top two profitable sections, we can see which is most profitable.

Audience > Interest > In Market > Secondary Dimension > AgeUse to dimension to create a facebook custom audience

Which Device should I target?

I wouldn’t segment out any device due to the fact that users may you several screens in the buying cycle. They do research on your website while at the desk and work and then go home to purchase on their phones. However, you ad may have been the first introduction to the user on a phone or desktop. Excluding either will exclude part of the conversion funnel.  However you can find this report by following the steps below:

Audience > Mobile > Device

You should check out this tutorial on  how to create a custom report for the busiest hour of day for your website.

Ad Campaign Audience Structure

  1. Campaign 1 –Interest: Hotels/Travel–Ages: 25 to 34– Gender: Male
  2. Campaign 2 –Interest: Hotels/Travel–Ages: 25 to 34– Gender: Female
  3. Campaign 3 –Interest: Hotels/Travel–Ages: 35 to 44– Gender: Male
  4.  Campaign 4 –Interest: Hotels/Travel–Ages: 35 to 44– Gender: Male

More Granular Campaigns( City) 

City 1 Targeting 

  1. Campaign 1 –Interest: Hotels/Travel–Ages: 25 to 34– Gender: Male — City: New York
  2. Campaign 2 –Interest: Hotels/Travel–Ages: 25 to 34– Gender: Female — City: New York
  3. Campaign 3 –Interest: Hotels/Travel–Ages: 35 to 44– Gender: Male– City: New York
  4.  Campaign 4 –Interest: Hotels/Travel–Ages: 35 to 44– Gender: Male — City: New York